09 Feb Letters From The CEO – Creating Content That Drives Results
The mortgage industry has seen a significant transformation in the past few years, and the role of marketing has become more important than ever. In today’s highly competitive market, mortgage professionals must stand out to attract and retain customers. At Cuselleration, we believe that marketing has never been more crucial in the mortgage industry.
The shift towards digital has been a game-changer for those who are looking to grow their influence, build their and find more opportunities. The rise of online portals and mobile applications has made it easier for customers to research and apply for mortgages which puts more and more pressure on mortgage professionals to add value to their relationships so they stand out. This pressure has pushed content creation to the forefront of marketing. We know that customers live on their phones and spend a great deal of time on social media. There is a ton of noise on social media so how do you stand out – it ultimately comes down to your story telling.
Think about the commonly asked questions, emotional stories of your clients getting into a home despite difficult market conditions. Ultimately, you have to project confidence to your audience as well as have empathy and concern around their unique set of needs.
To overcome this challenge, the biggest thing you need to do is take a look in the mirror. It is you vs. you. To overcome this, mortgage professionals need to take action. Creating content, engaging with strategic partners, following up with your database and aged leads can help you grow your business. Content creation can be purposed into multiple formats (social, email, text, paid ads, etc) so you are engaging all of the aforementioned audiences. In a financial industry like mortgage, trust is key. To build trust with customers, mortgage professionals need to be transparent about their products and services, provide excellent customer service, and create a positive customer experience. Content will create this persona as more and more people in your sphere will get to know you for who you are and ultimately that effort will turn into opportunities.
To succeed as a mortgage professional looking to elevate their marketing, you need to invest in yourself, be committed to the time it takes to build a strong brand, and prioritize customer trust.